Coca-Cola Reconfigures Range For Sugar Tax

Coca-Cola HBC Ireland and Northern Ireland has announced its plan to introduce a new pack line-up across the Coca-Cola range as a response to the upcoming sugar tax.

The sugar tax, which will come into effect from 6 April 2018, will lead to an increase of price of Coca-Cola Classic, while the brand’s no-sugar options, such as Coca-Cola Zero Sugar and Diet Coke won’t be affected.

Coca-Cola’s reformulation of its drinks over the past two years means that the majority of its portfolio is now exempt from the upcoming tax, according to the company.

Resizing Packs

The new pack line up will increase the range of reduced sugar drinks and introduce new smaller pack sizes for Coca-Cola Classic. The changes ill also encourage shoppers to choose no sugar options as part of its ‘Hero Zero’ marketing strategy, the company said.

From April 2018, Coca-Cola Classic consumers will also be able to choose a new smaller pack size with the introduction of a new 250ml slimline can and a 375ml (PET) bottle.

The company will also replace existing 1.75 litre packs with 2 litre packs for Diet Coke and Coca-Cola Zero, and 1.5 litre packs for Coca-Cola Classic.

The full Coca-Cola range will continue to be available in 1.25 litre bottles, the company said.

“The Government’s tax on sugar-sweetened soft drinks will come into effect in April 2018 and as a direct result of this tax, the price per litre of Coca-Cola Classic will increase,” said Matthieu Seguin, general manager, Coca-Cola HBC Ireland and Northern Ireland.

“In response to this, we are introducing new pack sizes, helping those who still want Coca-Cola Classic to choose the right pack size for them, while providing affordable options,” Seguin continued. “We believe that our approach will meet the needs of our consumers, keeping their choices clear and simple, and giving them what they want.”